What are Primary, Secondary and Tertiary sales?

A typical supply chain involves three stakeholders before a product reaches to end consumer: a) Manufacturing company/National supplier, b) Distributor and c) Retailer, and sales transactions at each level are given different titles: Primary, Secondary and Tertiary Sales.

Primary Sales –

Primary sales is the sales from a manufacturing company or national supplier to a city/state/region distributor. For example when a brand is invoicing the product to a distributor in one city, who will further sell it to retailers, is called as ‘Primary Sales’ transaction. Company invoices the product at distributor price, and revenue generated from this transaction is the net revenue of the company.

Secondary Sales –

When a distributor invoices the product to a retailer, the transaction is called as ‘Secondary Sales’. In this transaction, distributor keeps its margin and invoices the product at dealer price (also called as retailer price).

Tertiary Sales –

When a retailer sells the product to a customer (end consumer), the transaction is called as ‘Tertiary Sales’. The product at this level is sold at either of MRP (maximum retail price) or MOP (Market operating price).

Secondary sales management software

Before jumping into the details of why there is huge demand for managing and tracking primary & secondary sales lets understand what secondary sales is? In simple terms all business transactions and inventory movement happening between first line (Supplier, Manufacture and Company Warehouse), second line (C&F agents, stockiest, distributor) and third line (Retailers and end users). Sales between second lines to third line has termed as secondary sales.

Typically distribution channel of FMCG, Pharma and similar industries include warehouse, C & F agents, national distributors and super stockiest, sub stockiest and distributor, wholesaler and retailer these players may vary from company to company and its policies. In majority of the cases the company has the direct access of its primary sales which is from company to C & F agents to stockiest but guesstimates when it comes to tracking daily sales/return, actual stock movement, orders to be processed and payment collection etc. When it occurs at distributors/ wholesalers place. This may look very simple on paper or during board room discussions but gives rise to various business challenges.

Some of the core challenges faced by FMCG, Pharmaceuticals and similar companies include:

  • Unable to track and mange secondary sales
  • little or no visibility of secondary sales activities
  • No protocols to track and measure sales report
  • Inability to forecast product stock out
  • Complicated and dissatisfactory sales return process
  • Longer inventory handling time causing revenue loss
  • Delayed stock replenishment causing opportunity and revenue loss
  • Delayed dealers claim and scheme processing due to inaccurate and desperate sales data

Secondary sales management software allow you to keep an eye on the overall sales processes primary as well as secondary. Tracking and controlling the secondary sales data which offers seamless visibility across channels and enables you to track sales force activity and measure their individual performance, thus empowering you to take informed decisions on time, every time by providing them with POS software through which they receive stock and sell stuff and allowing import of sales data from Excel which is not recorded in your organization’s sales.

Business benefits of secondary sales management software:

  • Improvised supply chain management & better production planning
  • Accurate and real time information on secondary sales order, billing, sales return and payment collection across the distribution channel
  • Effective measurement of Target v/s Achievement
  • Shorter order to cash cycle
  • Provide complete insights about market and industry help to build effective sales and marketing strategies as per the trend
  • Help to build effective production planning
  • Provide the ability to track performing and nonperforming product, territory, team or sales rep
  • Avoid unexpected product launch delays due to poor market analysis and forecast

Apart from these above mentioned benefits secondary sales management software also comes with various add-ons like mobility solution, cloud computing which allow its users to access it anytime, anywhere during go and ability to integrate with any legacy system which further help you to import the complete data into legacy system very easily.

Sales Motion Software

Sales Motion, A Trends Bird product is an Enterprise Mobility Solution to manage and track Secondary Sales. Sales Motion helps in tracking the sales activities of the sales person who are on field on a real time basis. Company can track sales and field operations along with sales personals activities. The complete Order Management, Sales, Deliveries, Dispatches, Distribution, Product performance can be tracked and managed on a real time basis. Schemes and Discounts automatically implies while the order is taken or a sales is performed. Salesman has the visibility of its productivity and performance. The solution automates the sales working giving the better and timely visibility along with the market reach up to the last mile. It removes the pen and paper work and allows companies to analyses and forecast the sales operation on a timely and productive manner.

Core Features of this software:

  • Designed for mobility and developed for Mobile & Tablets.
  • Cloud based server which helps in effective use of the solution on the go.
  • Can be integrated to Geotagging & GPS route tracking.
  • Superior design and built-in architecture allows to customize the application to suit specific requirements.
  • A simple yet powerful tool that helps customers in tracking their employees, their tasks, schedules, location while on the move. Instant reporting helps administrators in better planning of resources, man, machine and money.
  • Stock ordering and delivery can be tracked
  • When used by sales team, improves predictability in sales forecasting resulting into better planning in turns improves the profitability.



Company Admin can create or upload details of Distributors/Dealers, Retailers and Salesman along with contact and location details of Distributors and Retailers.

Distributors can be categorized for the distribution of a single or multiple or all category of SKU or Products.

Distributor and Retailers can be configured at a market level within a State and City.

Distributor and Retailers can also be given access to the web panel if required. Distributors can access the web panel or mobile app to process, accept or reject the orders made by the sales person.


Company Admin can create or upload list of SKU/Products and can categorized them in a group.

Pricing of each SKU or product can be managed at MRP (Maximum Retail Price) or DP (Distributor Price) level or even at a city or state level. The same SKU or product can have multiple pricing based on the area or market where it needs to be sold.

SKU/Product or item can further be defined with sizes and colors along with units.

Reports and Analytic available for each product performance at a micro market level.

Order Management

A Sales person while on the field can take the orders directly on the mobile or tablet device while at the retailer or customer location.

The order can even be taken on the basis of product category.

While taking the order the salesman just need to capture the quantity on the basis of product code or product name and the ordered data is immediately sent to the company system on a real time basis.

Schemes and Discounts are automatically applies on the items or invoice as applicable while taking the order. In case of multiple schemes customer has an option to choose the scheme as per his business.

In case the customer does not give any order, the salesman can take NO ORDER by giving the reason. This helps the company and salesman to gather data even if the shop is closed. Salesman can take the photograph while taking the order which helps in further analysis.

Location of the sales person at the time of Order or No Order is captured. This helps companies to verify the visit of the sales person at the customer shop.

Opening Stock/Dispatches

Salesman has the option to capture the Opening Stock of the products. This helps the company to plan for further visits and also to track the sales of the particular customer or retail shop. Once the company has the stock of the particular retailer, it can track the treasury sales.

Company also gets the details of the products being dispatched to or delivered to retailer by the distributor. This allows the company to have the complete visibility of the stock movement between the distributor and retailer.

Secondary Sales Tracking

Once the Sales person takes order from the retailer or customer in a market, the order is being approved by the distributor and is being processed by the company.

The order data is with the company on a real time basis. The company already has the data of the stock being dispatched to the distributor or primary order which the distributor makes. Using the application, the company gets the secondary sales data i.e. the orders made by the retailer and the stock being delivered to the retailer.

The primary and secondary data capturing helps the company to forecast its production and launch of new products in a market. Company can now target the sales at a micro market level as the visibility of secondary sales at a retailer level is available to the company. Usually distributor does not gives the secondary sales visibility to the company.

Location Tracking

Real Time Location of the sales person is being captured for each and every operation or transaction made by the sales person.

Company invest a huge amount in salesman visits and travelling. Usually the salesman does not visit the retailers and customers and takes the orders on phone calls.

Due to the gap in salesman visit to retailer, company incurs a huge loss as the timely information is not being passed between the company and end customers.

Company can track the sales or field persons location at the time of order taking. Company gets to know if the order is actually taken from the retailer or customer location or from some other location.

This helps the company to manage the operational cost of the salesman visits in the market. Company can track and verify the travelling allowances and other such claims made by the sales person.


Mostly the sales persons are on field and need not to come to the office daily or during the morning hours. Company at times does not know the sales person working start time and end time.

Sales person has an option to mark its morning and evening attendance using the mobile application. Company can track the location from where the sales person marks its attendance once he is in the market.

The attendance data gives the visibility to company for the salesman total working hours and its productivity.

Sales/Damage Returns

Company incurs a huge cost for stocks which are returned by the retailer or customers due to damages or for any other reasons. Companies does not have a data for the sales or damage returns on a timely basis.

Using the solution, sales person can capture the details for sales return or damage return for each stock product along with reason and a photograph.

Company gets the details for each stock return with location, photograph, date and time of return. This gives the visibility to the company of the actual returns within a market at retailer location with the reason and within defined time lines.

Photo Upload

Salesman can capture the photo while taking the Order, No Order, Sales Returns, Attendance or during performing a Survey.

The photos captured are being sent to company system on a real time basis with location and date time.

The captured photographs helps companies to plan for merchandising and showcasing its products at the retailer location.

Salesman can also be asked to take a photograph while taking the order to verify its visit at the retailer location.

Survey can be performed in which salesperson can take photographs of the shops along with visiting card of the new or existing retailers for future plans.

Beat/Route Plan

Company admin can create and plan salesman Beat Route Plan. Beat route can be planned on a monthly, weekly or daily basis even for the entire year.

Route plan for salesman can be created on a State, City, Market and Retailer level.

Salesman once logged in to the app will gets its route plan for the day with the list of retailers where he needs to visit and performs the field operations.

Salesman will be able to view only his route plan for that day.

Discount & Schemes

Company can create Discounts and Schemes for a category of products, each product or total invoice.

Schemes can be made on a basis of Amount or Quantity of the product.

Schemes can be applied to all retailers or on a set of state, set cities or set of retailers.

Schemes can be passed on percentage basis, amount basis or even Free of Cost (FOC) e.g Buy 1 and Get 1.

Schemes can be applied for a particular time period.

Multiple schemes can also be applied at the same time.

Scheme at the total invoice amount can also be created apart from item based scheme.

Schemes are automatically applied while taking the order.

Retailer has the visibility of the schemes provided by the company and can choose the scheme which needs to be applied on his order in case of multiple schemes.

Reports and analytic are available to analyses the scheme performance.

Salesman Targets and Incentives

Company can assign targets and incentives for a salesman for his performance.

Targets and Incentives can be applied in different parameters such as number of orders, amount of orders, orders from different retailers, schemes pushed within the market, number of products sold, number of new retailers or customers brought to the company and many other such criteria

Targets and Incentives can be based on Yearly, Half Yearly, Quarterly, Monthly.

Salesman has the visibility to view its targets, incentives and achievements based on his performance.

Reports and Analytic are available to company management for each salesperson.

Alerts and Broadcasts

Communication needs to be maintained between the Sales person and Company Management.

Company can send messages and alerts to the salesman within the application.

Salesman can reply to the messages and all the communication is recorded in company system for future analysis.

The alert and messages are sent as a push notification rather than SMS so that the company information and communication remains within the application which is secured.

Company can set and define rules for salesman working and the alerts will be sent automatically in case of failure in salesman working as per the defined rules.


Unable geotagging into the customer point will help GPS tracing & salesman tracking or touch point verification.

Work Offline

Salesman are normally on field and there might be network connectivity issue with the system. Mobile network or Internet is not available all the time.

Salesman just need to log in once a day in the morning to synchronize its beat route for the day.

Once logged in or sync, if there is no network or internet on the salesman mobile device, he can perform his operation such as order taking and other activities and all the data will be transferred automatically to the company system once the network or internet is available.

The actual location and actual time of the operation will be captured even the data is sent to company system later.

The application is designed in such a way that the application even works in 2G Network and data transfer is smooth even with photographs.

Payment Collections

Sales person collects payment in cheque and cash from different customers.

The application allows instant information on the payment collection as soon as the payment is collected from the customer by the salesman.

The real time information is sent to the company system at the time of collection.

Company can keep the tracks of all previous and current payments collected by the salesman from the customer. 

Reports and Analytic

Real Time Order Management

Real Time Location Tracking

SKU/Product wise performance based on State/City/Market

Secondary Sales

Daily Weekly Monthly Sales Report

Salesman Activity Report

Distributor/Retailer/Salesman wise Sales Return

Salesman Productivity Report

Distributor/Retailer/Salesman wise Sales

Opening Stock


Payment Collection

Target vs Achievement

New Retailer Addition

Benefits of Sales Motion Software

  • Easy Data Entry, Data Selection. No Pen-Paper entry required.
  • Sales team can efficiently access and manage the information relating to their customer and the product.
  • Real time retrieval and updating of information provides correct information at the right time as and when required.
  • Increased Productivity
  • Reduce duplicity and errors
  • Real time location tracking
  • Reduced sales call cost
  • Tracks fake orders
  • Payment collection information on real time basis
  • Schemes and Discounts automatically passed to the customer
  • In depth analysis
  • Sales team tracking while they are on move
  • Helps in planning and forecasting